Netflix & Kill(ing the Australian Film & Television Industry)
As a child, Friday was one of my favourite nights of the week. Friday’s were special because not only did it mean the start of the weekend, but also it was movie night! This would consist of either two options: going to Video Ezy to have a browse, or choosing between the Friday night movie playing on channel 10, 7 or 9. Now, as a semi-functional adult, I still continue this Friday night movie trend, but through a new means: Netflix.
When Netflix first expanded into Australia in 2015, it was welcomed with open arms, and since then the embrace hasn’t stopped. In 2019, over 11.2 million Australian households have a Netflix subscription. Netflix makes my Friday nights, more convenient with a wide variety of selection when it comes to programs I feel like watching. However, am I and the millions of other Australian consumers unknowingly killing the Australian film and television industry by choosing to ‘Netflix and chill’ instead of watching free to air TV?
I say no.
Meeting Australian Quotas
The Broadcasting Services Act (BSA) 1992 requires that all commercial free-to-air television licensees must broadcast a minimum of 55% Australian programming. Comparatively, Netflix as a private entity is not bound to any contracts and has no quota for Australian content. In 2018, local content made up 1.6% of Netflix content, which is quite a significant drop comparatively. Understandably, this is worrying to those who are trying to make it in the Australian film and television sector.
Hundreds of Australian actors, directors, producers, screenwriters and production crews have combined forces to campaign to protect the local industry. The ‘Make it Australian’ campaign aims to introduce content rules for new media, including Netflix, to make sure Australian content reaches a large audience.
Dr Toija Cinque, from the Faculty of Arts and Education at Deakin University agrees: “Ubiquitous media such as Netflix… necessitate support for locally produced content, for children and adults, in the public interest and for local and national cultural identity”. However, she also acknowledges the problems that Netflix face with the introduction of any quotas imposed- new and original content being created is not guaranteed and may result in old Australian content being run, rather than newer international programmes that viewers would rather see.
So how do I have the audacity to state that Netflix isn’t killing the Australian film and Television Industry. How is the Australian film and television industry supposed to thrive in this Netflix-dominated market?
Pre-Existing Viewer Habits
Alexa Scarlata, a PhD candidate in Television Studies at the University of Melbourne, and Ramon Labota senior research fellow at RMIT University have come to the unanimous decision that Netflix isn’t actually killing the Australian film and television industry. Instead, it’s merely a platform that is continuing the already established Australian viewing habits:
“Australia has long been an importer of screen content, and subscription video streaming simply extends that tradition into the digital age”.
The technological affordances of Netflix mean that personal recommendations rely on the type of content you watch. Therefore, viewing Australian content is dependent on the user’s history. So, if Australian content is scarce, it may not be because of the lack of variety but because of Australia’s long history of preferring overseas content. Therefore, even if the quota of Australian content was increased on Netflix that doesn’t inherently mean that more viewing would occur.
In addition, viewing of television is still relatively high, with 13 million Australians watching Free TV every day. With viewers not only just being old people watching the news. Two-thirds of 18 to 24-year-olds, still watch broadcast TV weekly, in addition to watching streaming services. Confirming that a harmonious balance can occur between Australian film consumption and streaming services. Also implying that although Netflix’s presence in Australia has correlation with the amount of viewing of Australian content, it is not the causation of the number of views.
It’s Up to Us
As stated by Dr Toija Cinque, “local content can give direction and identity to Australian society and promote national cohesion in the process”. Understandably, it’s important that the Australian film and television industry is able to thrive, not just from an economic standpoint but also a cultural one. Ultimately, with the introduction of Netflix, it is important as Australian consumers that we support our film and television industry. Enjoy your Friday night movie nights with Netflix, but next time try to choose Australian titles. Now if you need me this Friday night I’ll be binge-watching Chris Lilley’s Lunatics.
